This document discusses how firms can set themselves apart through social responsibility. It provides examples of brands that consumers have positive perceptions of because they support social causes. The document advocates that firms implement social responsibility strategies both online, through activities like social media, blogging and outreach, and offline, including events and charities. It notes that 80% of consumers consider social issues when deciding where to work, shop and recommend brands. Firms are encouraged to use toolkits to successfully implement social responsibility campaigns across various channels.